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Marketers' Biggest Obstacles to Effective Personalization

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More than half of digital marketers (53%) say they always or often struggle with personalizing their marketing efforts at a large scale, according to a recent report from Neustar.

Another 29% of respondents say they sometimes have problems executing personalized marketing at scale, 14% rarely have issues, and 4% say they never struggle with personalization, the survey of 100 digital media and marketing executives based in the United States found.

The marketers surveyed say they struggle with scaled personalization for a mix of reasons: 33% cite poor or incomplete customer data is the biggest obstacle, 26% say they have difficulty turning their data into action, and 15% struggle to identify customers across different devices.


Nearly two-thirds respondents (63%) say they need both better data and better marketing platforms to make personalization easier.

About the research: The report was based on data from survey of 100 digital media and marketing executives based in the United States.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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